Work In Progress
Singlife
Revamping Investment Experience for Seamless Ecosystem Integration
Investment Experience
Ecosystem Integration
Legacy Platform Redesign
Cross-Platform UX
Case study coming soon!
Singlife
Establishing a Cross-Platform Design System for Consistency and Scalability
Design System
Design Ops
Cross-Platform
Component Libraries
Singlife
Driving Seamless Migration and Simplification of Claims Workflows
Claims Experience
App Migration
Feature Integration
Information Architecture
Aviva / Singlife with Aviva
Streamlining Advisor Tools to Improve Efficiency and Productivity
Customer Relationship Management (CRM)
User Research
Feature Consolidation
Productivity Enhancement
Experience
Leveraging 7+ years of UX/UI design expertise in product environments, with a proven track record of creating user-centred solutions across diverse industries, including a specialised focus on financial platforms for over 5 years.
Senior UX Designer
2022 - Present |
Drive the design of investment journeys for Singlife GROW and dollarDEX, optimising user experience and driving engagement.
Spearhead Singlife Design System evolution for seamless user experience across web and app products.
Orchestrate the design and implementation of claim insurance experiences in native application and web for retail, MINDEF/MHA and Employee Benefit users that earned the Innovation in Digital Transformation award in 2024.
Design and launch revamped quote and buy journey for home insurance.
Enhance existing native application experiences and achieve Mobile App of the Year in 2022.
Worked closely with cross-functional teams to ensure successful product releases.
UX Designer
2019 - 2022
Under Aviva Asia before the merger with Singlife.
Designed and launched quote and buy journeys for various insurance products and Customer Relationship Management (CRM) app for advisers of different distribution channels.
Conducted usability testing and workshops to identify areas for improvement and provide UX recommendations.
Collaborated with stakeholders on brand guidelines and entity rebranding initiatives.
Worked closely with cross-functional teams to ensure successful product releases.
UI Designer
2017 - 2019 |
Interned under the same UX/UI team in 2016 (May - Jul).
Translated stakeholder objectives, business requirements, and digital strategy into conceptual and visual solutions.
Designed and executed digital content such as carousel visuals, digital banners, and electronic direct mail for campaigns.
Created TV and mobile app screens.
Collaborated with marketing, UX designers, front-end developers and stakeholders to produce designs across web and app interfaces.
Maintained and managed content through Content Management System (CMS) for all applicable platforms.
Assistant Merchandiser
2013 - 2017 |
Worked during university vacation periods (May-Aug, Dec-Jan), with an accumulated experience of 1 year and 8 months.
Designed and developed Small Leather Goods (SLG) seasonal collections for 600 Charles & Keith stores and online.
Collaborated with the technical development team to ensure the product is cost viable and mass-producible with factories.
Conducted product sample quality checks during pre and post-production stages to ensure consistency from design to delivery.
Gathered product feedback from international buyers through seasonal product launches.
About
I specialise in turning complex systems into clear, human-centred experiences. Much of my work has focused on insurance and finance, where I’ve honed the ability to balance technical constraints with user needs at scale.
I design with an awareness of how backend systems, operations, and constraints shape the user experience, so solutions feel effortless even when the systems behind them aren't.
